We investigate the rise of mobile advertising and outline examples of brands leading the way ‘going mobile’.
In 2016, money spent in the UK on mobile advertising overtook online display for the first time; in October 2016 the Internet Advertising Bureau (IAB) confirmed that mobile advertising has taken over and is now leading the way in digital advertising. Mobile advertising spending increased by 56.1% in the first six months of 2016 so that 36p in every £1 was spent on mobile digital advertising. During that period, the total amount spent on mobile advertising in the UK totalled £802m, with £762m being spent on desktop and tablet display.
Even though mobile is becoming more and more popular, there are still challenges that must be navigated to ensure that the marketing strategy is successful. This includes choosing different formats that must suit your brand or target audience, and avoid annoying customers by showing irrelevant content or interrupting other mobile experiences.
Some brands are already doing it right. The global success, Snapchat likes to have their users actively engage with content, rather than having it pushed towards them. In November, the brand worked with New Look to create a ‘Snapcode geofilter’; an ad format that allowed consumers to unlock sponsored content when they ‘snapchatted’ in-store displays. During the UEFA Champions League, PepsiCo created a Snapchat ‘lens’ to promote its Lay’s crisp brand. Consumers who engaged with the content had to upload selfies showing them posing with unique packs of Lay’s for the chance to win Champions League prizes.
We believe that companies need to consider incorporating mobile advertising into their 2017 marketing campaigns. In the last 20 years, the use of mobile phones has grown rapidly across the world (in both developed and developing regions); therefore, mobile advertising is an easy way to reach millions of people, cost-effectively. It is also a great strategy to use when looking to target a young audience.
We are a digital marketing agency based in London. We typically work with SMEs looking to develop a strong online presence and we recently celebrated five years in business! We specialise in services such as content marketing, social media management, website development and maintenance, reputation management and SEO.